100 Stats, Charts & Graphs to Help You Get Inbound Marketing Buy-in

Table of Contents How to Use These Slides……..Slide 3 Inbound Basics………………..….Slide 5 Top of the Funnel………………...Slide 29 Middle of the Funnel…………....Slide 64 Bottom of the Funnel…………..Slide 80 Methodology, ROI, Inbound vs. Outbound, Adoption Blogging, SEO, Social Media Landing Pages, Calls-to-Action, A/B Testing Email, Lead Nurturing, Marketing Automation

How to Use These Slides COPY PASTE Flip through this presentation and feel free to copy and paste charts, graphs, or even entire slides into your own presentations. The slides are organized according to the different stages of the marketing funnel they address. (Keep in mind, however, that most inbound marketing tactics can be applied to multiple stages of the funnel!) THIS PRESENTATION YOUR PRESENTATION COPY PASTE

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INBOUND BASICS The Inbound Methodology Inbound Marketing ROI In this section, you’ll find stats, charts, and graphs that pertain to … The Inbound Methodology Inbound Marketing ROI Inbound Marketing vs. Outbound Marketing Inbound Marketing Adoption Trends

The Inbound Methodology The best way to turn strangers into customers and promoters of your business Source: HubSpot

The Inbound Methodology Along the top are the actions inbound companies use to obtain – and retain – new customers. Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, and customers. Source: HubSpot

The Inbound Methodology Along the bottom are the tools inbound companies use to accomplish these actions. Along the top ar the four actions (Attract, Convert, Close, Delight) inbound companies must take in order to obtain visitors, leads, and customers. Source: HubSpot

Proving ROI for Marketing Activities Is a Major Challenge for Marketers Survey N = 3,339 Source: HubSpot

Inbound Marketing Delivers on ROI, but Marketers Face Calculation Struggles Survey N = 3,339 Source: HubSpot

Inbound Marketing Improves Lead Acquisition Margins Do you do inbound marketing? Average cost per lead Average cost per customer Yes $36 $254 No $41 $268 Survey N = 3,339 Source: HubSpot

Inbound Strategies Deliver Below-Average Cost per Lead Survey N = 3,339 Source: HubSpot

Inbound Strategies Show Positive Cost per Lead vs. Effort Survey N = 3,339 Source: HubSpot

The ROI of Using HubSpot’s Inbound Marketing Software HubSpot customers reached 3.51x more visitors per month within 1 year. VISITORS HubSpot customers reached 6.12x more leads per month within 1 year. LEADS 69% of HubSpot customers saw an increase in sales revenue. CUSTOMERS FYI: PDEdit is a HubSpot partner Source: HubSpot

The ROI of Using HubSpot’s Inbound Marketing Software HubSpot customers enjoy exponential lead growth, averaging more than 9,100 leads after 1.5 years of inbound marketing. Download the Full Inbound ROI Report Source: HubSpot

Inbound Marketing VS. Outbound Marketing: Lead Generation Q: What percentage of your company's leads come from each of the following sources? Note: Graph excludes “email” and “don’t know/not applicable” responses. Survey N = 3,339 Source: HubSpot

Inbound marketing delivers 54% more leads into the marketing funnel than traditional outbound leads. Source: HubSpot

Inbound leads cost than outbound leads. 61% LESS Source: Search Engine Journal

Outbound Marketing Tactics Are Losing Market Share Q: Which sources of leads have become less important to your company over the last six months? Survey N = 3,339 Source: HubSpot

Inbound Marketing Channels Continue to Be the Most Important Sources of Lead Generation Q: Which sources of leads have become more important to your company over the last six months? Survey N = 3,339 Source: HubSpot

Nearly 60% of Marketers Have Already Adopted Inbound Strategies Q: Does your company do inbound marketing? Survey N = 3,339 Source: HubSpot

Majority of CEOs Report Inbound Marketing Adoption *Q: Does your company do inbound marketing? *Graph only shows responses from executives. Survey N = 195 Source: HubSpot

Nearly 50% of CEOs Report Complete Inbound Integration *Graph only shows responses from executives. Survey N = 195 Source: HubSpot

Annual Inbound Marketing Budget Growth Remains Strong Q: Specific to inbound marketing, how did your 2013 budget compare to prior years? Survey N = 3,339 Source: HubSpot

CEOs Investing More in Inbound *Graph only shows responses from executives. Survey N = 195 Source: HubSpot

Marketers Allocate 1/3 of Overall Lead Generation Budget to Inbound Tactics Q: What percentage of your company’s annual lead generation budget will be spent on the following? Survey N = 3,339 Source: HubSpot

Inbound Marketing Touches Nearly Every Major Industry Start at the top, then move clockwise around the circle Survey N = 3,339 Source: HubSpot

TOP FUNNEL OF THE Blogging Social Media SEO In this section, you’ll find stats, charts, and graphs that pertain to … Blogging Social Media SEO

62% of Marketers Have a Blog Q: Does your company publish a blog? Survey N = 3,339 Source: HubSpot

Companies That Blog Generate 126% More Leads Than Those That Don’t Survey N = 2,300 Source: HubSpot

The average company that blogs generates 55% more website visitors Source: HubSpot

The average company that blogs generates 97% more inbound links Source: HubSpot

The average company that blogs generates 434% more indexed pages Source: HubSpot

Blogging Regularly Linked to Higher ROI Survey N = 3,339 Source: HubSpot

Blogging Improves ROI. 80% of marketers with a company blog could prove inbound ROI in 2013. Source: HubSpot

43% of Marketers Generate Customers From Their Blog Survey N = 3,339 Source: HubSpot

57% of Marketers Who Blog Monthly Acquire Customers From Their Blog Survey N = 3,339 Source: HubSpot

82% of Marketers Who Blog Daily Acquire Customers From Their Blog Survey N = 3,339 Source: HubSpot

Blogging = Business. 61% of U. S Blogging = Business. 61% of U.S. consumers have made a purchase based on a blog post. Source: Ignite Spot

Marketers Continue to Dedicate More Budget to Blogging & Social Media Q: What percentage of your company’s annual lead generation budget will be spent on the following? Note: Graph excludes “email” and “don’t know/not applicable” responses. Survey N = 3,339 Source: HubSpot

82% of Consumers Enjoy Reading Relevant Content from Brands Source: Content Marketing Association

81% of Consumers Trust Information and Advice From Blogs Source: BlogHer

70% of Consumers Prefer Getting to Know a Company Via Articles (Not Ads) Source: Content Plus

Social Media & Blogging Cost Marketers Time, Not Money Survey N = 3,339 Source: HubSpot

16% of Marketers Allocate a Full-time Employee to Social Media Survey N = 3,339 Source: HubSpot

84% of B2B Marketers Use Social Media in Some Form Source: Aberdeen Group

More Than Half of Marketers Dedicate 6+ Hours to Social Media Each Week Source: Social Media Examiner

Social media produces the marketing leads of tradeshows, telemarketing, direct mail, or PPC. 2X Source: HubSpot

Social media lead conversion rates are than average conversion rates. 13% higher Source: HubSpot

Facebook Is the Top Social Channel for Generating Leads Survey N = 3,339 Source: HubSpot

52% of All Marketers Found a Customer via Facebook in 2013 Source: HubSpot

43% of All Marketers Found a Customer via LinkedIn in 2013 Source: HubSpot

36% of All Marketers Found a Customer via Twitter in 2013 Source: HubSpot

46% of online consumers count on social media when making a purchase decision. Source: Nielsen

89% of online consumers use search engines when making a purchase decision. Source: Fleishman-Hillard

SEO, Social Media Play Key Roles in Customer Acquisition Survey N = 3,339 Source: HubSpot

95% of Marketers Say That SEO Is an Important Source of Inbound Leads Source: Forrester Research

SEO Produces Solid Annual Lead Conversions Q: Please estimate your company’s cost per lead for each of the channels listed vs. your overall average cost per lead. Survey N = 3,339 Note: Graph shows only above-average lead conversion rates. Source: HubSpot

SEO Is the Best Inbound Strategy in Terms of Sales Conversion vs SEO Is the Best Inbound Strategy in Terms of Sales Conversion vs. Effort Q: How does your company dedicate its full-time marketers to the following channels (as a percent of total time) / What is the average percentage of leads your company converts to sales? Survey N = 3,339 Note: Graph shows only above-average lead conversion rates. Source: HubSpot

54% of U.S. adults are more likely to discover websites via organic search results vs. paid results. Source: Forrester Research

53% of organic search clicks go to the #1 (top-ranked) search result. Source: Search Engine Watch

SEO Leads Have a 14. 6% Close Rate Outbound Leads (e. g SEO Leads Have a 14.6% Close Rate Outbound Leads (e.g. Direct Mail, Print Ads): 1.7% Source: Search Engine Journal

MIDDLE FUNNEL OF THE Landing Pages Calls-to-Action A/B Testing In this section, you’ll find stats, charts, and graphs that pertain to … Landing Pages Calls-to-Action A/B Testing

67% of Medium-Size Companies Implement Unique Landing Pages Source: MarketingSherpa

48% of Marketers Build a New Landing Page for Each Marketing Campaign Source: MarketingSherpa

Companies With 30+ Landing Pages Generate 7 Times More Leads Than Those With 1 to 5 Landing Pages Source: HubSpot

Companies With 40+ Landing Pages Generate 12 Times More Leads Than Those With 1 to 5 Landing Pages Source: HubSpot

52% of Companies That Use Landing Pages Test Them to Find Ways to Improve Conversions Source: MarketingSherpa

Only 22% of Businesses Are Happy With Their Conversion Rates Source: Econsultancy

Adding videos to your landing pages can increase conversions by up to 86%. Source: Eyeview

Testing different versions of landing pages against each other can result in conversion rate increases of up to 264% Source: ion interactive

70% of Small Businesses Aren’t Using Calls-to-Actions on Their Home Pages Source: Online Marketing Coach

72% of Small Businesses Don’t Use Calls-to-Actions on Their Interior Pages Source: Online Marketing Coach

More than 90% of visitors who read your site’s headline also read your CTA copy. Source: Unbounce

Targeted CTAs Convert 42% More Visitors Than Untargeted CTAs HubSpot study of 93,000 CTAs over 12-month period Source: HubSpot

Gmail Once A/B Tested 50 Shades of Blue in Order to Find the Highest-Converting Color for a CTA Source: Quick Sprout

Marketers That Conduct A/B Tests Are 80% More Likely to Show Inbound ROI Q: What kind of testing does your company use to support your marketing efforts / did your company prove inbound ROI? Survey N = 3,339 Source: HubSpot

1 in 8 A/B Tests Drive Significant Change Source: Conversion XL

BOTTOM FUNNEL OF THE Email Lead Nurturing Marketing Automation In this section, you’ll find stats, charts, and graphs that pertain to … Email Lead Nurturing Marketing Automation

66% of Consumers Have Made an Online Purchase as a Result of a Marketing Email Source: Direct Marketing Association

68% of Marketers Believe E-newsletters Are the Best Email Messages for Helping to Achieve Their Business Goals Source: Direct Marketing Association

76% of Marketers Say They Use Email More Today Than They Did 3 Years Ago Source: Direct Marketing Association

The Top 2 Reasons People Unsubscribe From Business Emails: Frequency & Relevancy Source: Chadwick Martin Bailey

Emails that are personalized using a lead’s information … get 14% higher click-through rates and 10% more conversions. Source: Aberdeen Group

Lead Nurturing Emails Have Higher Click-Through-Rates Than General Emails Source: HubSpot

Only 25% of Leads Are Sales-Ready The Other 75% Need to Be Nurtured Source: Gleanster Research

79% of Leads Never Convert into Sales Lack of Lead Nurturing Contributes to This Problem Source: MarketingSherpa

Executives Say Lead Scoring Is Critical to Driving Bottom Line Results *Graph only shows responses from executives. Survey N = 195 Source: HubSpot

Companies that excel at lead nurturing generate 50% more sales-ready leads at a 33% lower cost. Source: Forrester Research

Nurtured leads make 47% larger purchases than non-nurtured leads. Source: The Annuitas Group

How Frequently B2B Companies Send Lead Nurturing Messages Source: MarketingSherpa

Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months. Source: Gartner Research

The adoption of marketing automation technology is expected to increase by 50% by 2015. Source: Sirius Decisions

Only 33% of Companies Who Use Both CRM and Marketing Automation Say they Integrate Well. Source: The Experts Bench

64% of CMOs Have Either an Informal or No Process for Managing Marketing Automation Source: The Annuitas Group

Businesses that use marketing automation experience a 451% increase in qualified leads. Source: The Annuitas Group

Businesses that use marketing automation see a 10% or greater increase in revenue in 6-9 months. Source: Gartner Research

See Venture Beat’s Marketing Automation Survey HubSpot was ranked the marketing automation software vendor in a Venture Beat survey. #1 See Venture Beat’s Marketing Automation Survey Right click > Hyperlink > Open Hyperlink Source: VentureBeat

Average Ratings by Vendor for Website Content Optimization & Web Content Targeting Source: VentureBeat

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